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The Emergency Advertising Budget
The Emergency Advertising Budget
One of the budgetary decisions that is rarely discussed or addressed is the emergency budget. When plotting the budget on a quarterly or annually basis, the current market and past trending, combined with growth projections, makeup the formula for ad spending. While the formula is different for every business, the basic components are usually the same, and there is very little deviation from the plan with respect to budget. Disaster advertising or radical market shifts are rarely planned for, but should be figured in to the plan.
When something like Sept. 11 happens, and radical thought shifts on the part of advertisers and the public happen, meetings immediately happen to decide how to approach the new lay of the land, and invariably the wrong decisions are made. Cutting back ad spending in crisis times is a sure way to go out of business, as you are not providing the lifesblood your sales need, at the time wen they need it most. This is observed time and time again, when the economic outlook is poor, when a business begins to sow slower sales, and when something bad happens to change the public's current spending habits. The first thought is to save the business by cutting back on ad spending. What nobody thinks about in these times is that your sales depend on your advertising, and it is not an add on.
Taking your current budget and adding 20% to the top of it per month is a good way to look at emergency times. The shift in the public's spending habits must be countered in order to level sales, by bringing in new customers or increasing customer spending. This must be budgeted in to be available for a period of six months, sustained monthly.
When something like Sept. 11 happens, and radical thought shifts on the part of advertisers and the public happen, meetings immediately happen to decide how to approach the new lay of the land, and invariably the wrong decisions are made. Cutting back ad spending in crisis times is a sure way to go out of business, as you are not providing the lifesblood your sales need, at the time wen they need it most. This is observed time and time again, when the economic outlook is poor, when a business begins to sow slower sales, and when something bad happens to change the public's current spending habits. The first thought is to save the business by cutting back on ad spending. What nobody thinks about in these times is that your sales depend on your advertising, and it is not an add on.
Taking your current budget and adding 20% to the top of it per month is a good way to look at emergency times. The shift in the public's spending habits must be countered in order to level sales, by bringing in new customers or increasing customer spending. This must be budgeted in to be available for a period of six months, sustained monthly.
100 Words To Avoid In Email Subject Lines
Top 100 words NOT to use in your email subject lines!
Raymond Santopietro
Email marketing is an art form. You may create the greatest layout in the world and blow the entire campaign by having the subject line get your blast dumped into SPAM. I find it amazing how littgle time many advertising agencies spend crafting the subject line. An agency that I used to work for had a policy of utilizing nearly 100% of the budget crafting the artwork, only to have the subject line created by a copywriter wheo had no experience writing for the internet, about 10 minutesd before the blast was to go out! Without studying how email marketing works, many people get confused by why their message would get dumped into a SPAM box, because they don't know what the SPAM filters are looking for. Here's a list put together by Marketing Sherpa of the top 100 words you should avoid so as not to get flagged. There are some surprising ones on there - for example: "online marketing" or "search engine listings," and essentially the best way to approach it is to create a message that imitates the way you would speak to one of your friends. For contact please visit our website at www.focusinternetservices.com
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